Don't Forget to Advertise to the Older Generation

Young, Young, Young. That seems to be the mantra of too many marketers who adhere to the old rule of marketing: that it is useless to bother advertising to the older generation because they are already brand loyal and it is a waste of money to try to sway them from their loyalties.

Oddly, they have more discretionary income than any other demographic group.

�You have the whole baby boomer generation, the oldest of which are now 57 years old,� says Brad Adgate, senior vice president and corporate research director at Horizon Media.

�The irony is that nobody targets them. You�re starting to see that change, but a lot of advertisers overlook the fact that they have a lot of leisure time and have more discretionary income.�

Hmm...time to adjust those media plans?

Medialife: Debunking myths
about older viewers

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